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MediaBuyerPlanner: Arbitron has concluded a round of testing using the Portable People Meter system to detect audio content broadcast in malls by Mall Radio Network.
This is the first trial that tracked exposure to audio played in the common areas of the mall outside individual stores - during the Houston PPM demonstration, Arbitron tested the PPM within individual retail establishments. .
"Based on the success of this test, we are now negotiating with Mall Radio Network to move forward on a pilot project incorporating additional features, such as encoding audio content and commercials on different layers to better distinguish exactly what type of programming that a mall patron is exposed to," said Bill Rose, senior vice president, Marketing, Arbitron.
During the test, encoders were installed at the output of two Mall Radio Network audio servers system at the Montgomery Mall in Bethesda, Maryland. One server provided the music programming and the other inserted the commercials.
PPM devices were then carried throughout the mall concourse areas and into stores. Each PPM device indicated when it was in the concourse area where the broadcasts could be heard and when it was inside a store and out of earshot of the encoded mall broadcast. According to Arbitron, the PPMs also detected code in parts of the mall that were anticipated to be more difficult to do so, such as the food court and high ceiling areas.
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